Tag: PR Agency Wakefield

TRANSITIONING FROM JOURNALISM TO PR, ONE YEAR ON…

Posted on February 14, 2020 by

This time last year, I was preparing to leave my career in journalism behind.

A necessary change

After four and a half years in the industry, I finally made the decision to switch to public relations. But, as my former colleagues often taunted and teased me about turning to the ‘dark side’, I can safely say that the transition has been an extremely illuminating experience.

During my tenure as a business journalist, I was on the receiving end of the hard work of many PR professionals. Whether it was receiving press releases, organising interviews, collecting client comments or the often-tedious task of sourcing high resolution images, collaborating with PR agencies makes the lives of journalists a hell of a lot easier.

Although I’m sure many in the profession may be quick to disagree, or squirm at this admission, it is the truth!

Yes, journalism is a competitive, demanding and high-pressured job, but it can also be extremely exciting and rewarding. The thrill of being the first to break a story, working towards an impending deadline, meeting high-profile individuals, being privy to many major announcements and simply not knowing what the next day may bring were just a few of the things I thought I’d miss about being a journalist.

When my decision came to light, I found myself on the receiving end of the vitriolic questions journalists often pose to their target. But the majority of my contemporaries would simply want to know ‘why?’

Leaving a legacy

In recent years the rollercoaster ride of being a journalist turned into more of a repetitive slog where the twists and turns were becoming less frequent and lacked the thrill they once provided. In a world of economic uncertainty and squabbling politicians, the same doom and gloom headlines dominated the news in a never-ending cycle.

‘What legacy is this?’ I often asked myself. The realisation finally came that it was my time to stop and get off the rollercoaster. Another force pulling me to the ‘dark side’ was the positive experiences I had during my frequent encounters with PR professionals from a plethora of different agencies. I was always intrigued about the variety of clients just one PR agency could work with and the diverse ways in which they strategically operate to reach a certain outcome.

Collaborating with multiple businesses; learning about different sectors; promoting beneficial initiatives; marketing the latest products or just simply learning and refining new skills are a number of aspects which made PR much more appealing to me than journalism. My days of finishing one story then going on to the next were over.

My PR journey begins

Not long after joining Open Communications, I was introduced to what it really meant to be an agency that delivered PR, social media and content marketing strategies for brands and businesses across a range of sectors.

The concept that public relations industry revolved around writing press releases and making phone calls all day was quickly eradicated. My reality check was quick. PR professionals are multifaceted, motivated individuals who need to prioritise their own time, strategically plan out each day and week and expect the unexpected.

The biggest eye-opener for me was initially monitoring the scale of the day-to-day tasks the team carries out and how they all form part of a results-driven process which is applied to every single client.

Gone are the days where I’d be churning story after story for newsletter after newsletter, hoping and waiting for the monotony to end. My daily activities now comprise a range of tasks I didn’t have the means to complete just one year ago.

With no two days ever the same, I can be writing copy for a clients’ new website; laying out a comms strategy to enter new markets or creating promotional content one day, to researching the latest innovative features in a specific field or carrying out a social media campaign across multiple platforms the next.

It is also worth mentioning that the good old-fashioned press release still plays an important part but it’s certainly not the sum of the piece!  This is the sort of legacy I want to leave, and I cannot wait to see where my PR career continues to take me.

VIRTUAL INFLUENCERS: CREEPY OR CUTTING-EDGE?

Posted on February 4, 2020 by

With newspaper and magazine sales dwindling year on year, more consumers are taking to the internet for their daily fix of news and views.

Along with online news platforms, blogs have become a popular source of inspiration. As a result, many brands now work with bloggers and influencers. This gives companies the chance to tap into the appeal that these individuals have among their followers and subsequently spread the word about the latest launch.

As the world continues to become increasingly automated, virtual influencers are tipped to be the next top trend. With high-profile brands already utilising these avatar-like personas, could this signal the future of influencer marketing?

Creepy or cutting-edge

I must admit that initially, there was something slightly unsettling about the whole concept. Particularly our desires being manipulated by a fictional character. However, the more I thought about it, this is already closer to the current ‘reality’ than we may have realised.

Reality television continues to provide some of the most successful influencers. Yet, it’s common knowledge that these shows are often scripted. Therefore, the person that we think we’re emulating is a character, constructed by someone else entirely.

Likewise, any online persona is crafted to present a positive impression.

A personal connection

Arguably, we enjoy these platforms due to the more personal angle that they offer. This begs the question: can virtual influencers ever truly resonate with consumers?

The Drum explores this in further detail, asking whether fictional characters have the same ability as humans to forge real connections with an audience.

In my opinion, as consumers become increasingly technologically aware, virtual influencers are likely to be accepted as the next logical step. However, I believe that there will be limitations.

‘Real life’ influencers have the right to share the more personal, sometimes emotional stories and experiences. This is where I believe these constructed personalities may overstep the mark.

Echoing the thoughts shared in the article, I have concerns about virtual influencers delving into very real experiences such as sexual assault. This could be seen to trivialise serious issues, which should not be belittled in the name of marketing.

Do virtual influencers represent the future of influencer marketing?

I believe that virtual influencers have their place and I can see them becoming successful. However, I imagine their sphere of influence being more limited than that of their real-life counterparts.

I look forward to seeing how this one plays out as brands jump on this latest trend. For more tips on how to pick the right influencer for your brand, read Fareeha’s blog here.

PLANNING A PR CAMPAIGN THAT RESONATES WITH MULTIPLE AUDIENCES

Posted on January 14, 2020 by

Having put budget behind a consumer-focused campaign, it’s natural to want to maximise that investment. Planning a PR campaign that reaches as many of your target audience as possible is a great way to do this, often making for very impressive results!

 

Imagine, for example, that your product is a toy which appeals to 5-7-year olds. Not only would you want to showcase the toy to children in that age group, but it is also important that you target the parent as well. After all, they’re the ones with the spending power.

 

In addition, grandparents are known to be rather generous. Particularly when it comes to Christmas and birthday presents. Therefore, it would be wise to ensure that they are aware of your product too.

 

So, how do you appeal to all three groups, but still remain ‘on-message’ throughout a consumer PR campaign?

 

1. Begin with clear messaging

Outlining your key messages at the very start is invaluable. A robust planning process creates an invaluable guideline for any future decisions on content.

 

A brainstorm is a great way to get ideas flowing. Some vital talking points include:

  • Keywords to describe the product – bright, fun, tactile, soft, unique, adorable, cool
  • How does this toy make people feel – is it a comforting item, does it make a child feel grown up, is it designed to make them laugh, does it bring joy?
  • What is its purpose – is it just for fun, does it have an educational element?

 

You will then need to refine these ideas, selecting the words and phrases that resonate most strongly with the item. With your choices made, these key messages become the starting point for content creation.

 

Though the tone of the content will change dependent upon its intended audience, your key messages will remain consistent. This will ensure that each piece complements one another and, most importantly, becomes part of a unified campaign.

 

2. Utilise different tactics

Once your key messages have been agreed, you can begin to think about the tactics that will be used to increase awareness of your product.

 

This is one of the clear benefits to investing in PR; there are several tactics that can be considered and used, including:

 

  • Press drops

Once you’ve established your media targets and contacts, engage them with a press drop.

 

This could be a simple box containing the product and press release or it could be something more interactive. Creating a drop that is visually appealing will really make your delivery stand out from the many others which are bound to land on the journalist’s desk that day.

 

  • Influencer engagement

Bloggers and influencers are becoming an ever more valuable resource when it comes to spreading the word about new products.

 

Making contact with those who are relevant to your product and target audience can have far-reaching benefits for your campaign.

 

Find out more about how to choose the right influencer for your brand here.

 

  • Competitions

Offer people a chance to win! Better still, engineer the competition so that it spreads the word about your product.

 

Organising a social media giveaway, either on your own social platforms or on those of a relevant and credible partner, is a fantastic way to create noise around your offering.

 

As part of the entry process, ask that your post is liked or shared. Perhaps even incorporate a relevant hashtag to increase awareness of your product or brand. If your toy becomes in demand, you’ll likely spread the message about your item while increasing your brand’s social media following at the same time.

 

One watch-out however is to ensure that you are putting in place the correct governance and that anything that is gifted is mentioned within any post that is shared. If this doesn’t happen, you can end up in some very hot water!

 

  • Events

Dependent on the item, hosting an event which invites people to engage with your item can be a fantastic tactic when it comes to increasing awareness and love for your product.

 

In this case, creating a small area where children are free to come and explore the toy itself, is sure to have them tugging at their parents’ sleeves requesting that your product features on their next Christmas or birthday list!

 

However, a word of warning – events which deliver a quality experience can be a rather expensive commitment and should be costed before any commitment is made.

 

3. Maximise social channels

In this case, taking a single channel approach is unlikely to yield the remarkable results that you are expecting. Nor will churning out the same content across each platform.

Instead, do your research. Carefully look into each platform. Consider the typical age demographic, then craft and distribute your content accordingly.

After all, what appeals to a 7-year-old, may not resonate quite so well with a 60-year-old.

 

4. YouTube

These days, YouTube is a staple in the homes of most school-aged children. As a result, the famous ‘un-boxing’ videos are an effective way of sharing the excitement that comes with the latest ‘must-have’ toys with children and their parents.

 

Summary

There’s no doubt that planning a PR campaign takes a lot of work, which is why it’s most definitely a job best entrusted to the professionals.

Learn a little more about what we do here at Open Comms here. If you’d like to discuss an upcoming campaign, simply give us a call on 01924 862477.

BUILDING A SUCCESSFUL BRAND

Posted on December 17, 2019 by

Every day we count our lucky stars knowing that we work with a host of amazing businesses across diverse industries including automotive, recruitment, digital, food manufacturing, architecture and third sector.

Despite our clients operating in such distinct areas, they all have one thing in common; not only do they know how to build a successful brand, they also understand how to maintain that success.

What’s great is that we get to support these organisations and to celebrate their ongoing achievements.

Establishing values

At the start of any brand journey, it’s vital to sit down and think about the bigger picture.

What inspired you to offer your particular product or service? Is there a passion that drives your organisation forward? What issues are important to your business? Which common traits describe your team?

Only with these points addressed can a business truly live, breathe and begin to present a cohesive approach which effectively communicates the brand and its values.

Identifying a brand ‘voice’

Once a company has pinpointed its underlying values, it’s a good time to begin forming a brand voice.

Brainstorming a collection of words which feel ‘right’ is a useful way to start the process. With a bank of vocabulary in place, this can be used as a basis for press releases, website copy and a social media schedule.

Adopting a style of communication which is unique to your business is a great way to add some personality and to give a point of difference which will allow a brand to stand out from the crowd.

A catchy, concise positioning statement

If you could use only one sentence to explain your business, what would it be?

Taking the time to craft a crisp positioning statement which encompasses all that your organisation delivers will help consumers and other businesses to quickly become familiar with the product or service that you offer.

Hierarchy of messaging

With your overarching statement perfected, what other key messages would you like to share about your company?

Perhaps what sets your offering apart is the fact that it is organic, eco-friendly or addresses a problem which has yet to be solved.

Identifying three or four main points will ensure that future communications are prioritised correctly, focusing on the elements which are most important about your product or service.

Authenticity

In today’s world, consumers are savvier than ever. With access to a company’s website, social platforms and any news articles at the touch of a button, it’s important that a brand remains authentic in its approach.

For instance, it’s no good positioning a business as caring about the planet and then using unsustainable materials within the manufacturing process. With social media and on pack guidelines someone will notice, and it could spell a make or break situation for your organisation.

Instead, an honest and open approach which is in line with brand values, is a sure way to build up consumer trust and loyalty.

Right message, right place, right time

In short, it all comes down to communicating key messages to the right people, in the right places and at the right time.

Getting this process correct is imperative if your organisation is to reach its full potential. Here at Open Comms, our guidance has helped a range of leading businesses to build a successful brand.

We’d love to chat about our recommendations for your organisation. With the right support, you could be joining our award-winning clients and celebrating your achievements throughout 2020. For further information, simply give us a call on 01924 862477 or browse our website to learn more.

CHRISTMAS ADVERTS 2019: WHICH FESTIVE OFFERING HAS OUR BELLS JINGLING?

Posted on December 3, 2019 by

Merry Christmas

With the festive season upon us, it’s no surprise that our television screens have become host to an array of Christmas adverts.

John Lewis, Argos and M&S are amongst the first to share their ad’s, with the hope of igniting that magical feeling that Christmas brings out in us all.

But what makes a great Christmas ad? Well, I conducted a little research to find out what it takes to jingle the bells of those here at Open Comms.

Relatability

Louise’s favourite is the offering from John Lewis.

Featuring Edgar the fire-breathing dragon and his unlikely friend, a little girl, the story showcases the pair’s enduring friendship. Despite Edgar’s many mishaps, which include burning down the community Christmas tree, the duo stick together and eventually impress the villagers by putting Edgar’s fire-breathing talents to good use – lighting the Christmas pudding.

All-in-all an uplifting tale, with a little bit of humour. However, the key, according to Louise, is Edgar’s relatability. He’s far from perfect and gets things wrong from time-to-time, just like the rest of us!

Creativity

This year’s Aldi advert is a Christmas cracker once again – and it’s Lindsey’s favourite!

A little like Robbie Williams, Kevin the Carrot has experienced his yearly revival. If you haven’t seen it yet, think the Greatest Showman but with vegetables, and you won’t go far wrong! Kevin takes on the role of ringmaster while belting out a fantastically festive version of the Robbie Williams classic, Let Meee- eeee Entertain You!

Always a little unexpected, full of fun and creative genius – this year’s offering certainly doesn’t disappoint.

Lindsey also loves the fact that the brand chooses to build on the Kevin the Carrot story year-on-year, successfully bringing in current references to some of the biggest and most successful programmes of the year, while never failing to raise a smile.

But, the icing on the Christmas cake? The advert helps to raise awareness of Aldi’s charity partner, Teenage Cancer Trust. Now that’s real festive spirit in action!

An extra sprinkling of magic

McDonalds perfectly catches the magic of Christmas through a child’s eyes, capturing all of the innocence, imagination and emotion that makes the occasion such a special time of year – and it’s Nick’s advert of choice.

Following the story of a little girl, her ‘reindeer’ and the magic of make-believe, McDonalds has successfully brought to life the elements that make the season so special. Also, depicting realistic family dynamics, the brand has subtly positioned itself as an integral part of the Christmas period.

A surprising but truly endearing angle, this is certainly a top contender!

A touch of nostalgia

Sky is taking many of us back to our childhoods, and Fareeha is particularly impressed with the return of everyone’s favourite alien, ET.

With an especially mysterious start, this ad is definitely a departure from the usual Yuletide brand offerings. Re-visiting ‘Elliot’, who has now grown into a man with a family of his own, ET is introduced to modern life and festive traditions.

Appreciating the nostalgia and the opportunity to reflect on times gone by, Fareeha has placed the Sky advert at the top of her nice list this year.

A sobering message

I have to agree with Lindsey and Nick’s choices this year, Aldi and McDonalds have successfully delivered both entertainment and magic, capturing key elements that make Christmas an extra special time of year.

However, to add a further recommendation to the line-up, The Dogs Trust have put in place a fun creative but with a very serious message. Drawing attention to the fact ‘a dog is for life, not just for Christmas’, it makes an adorably cute but also incredibly touching contender for Open’s own, Christmas ad of the year 2019.

So, what makes a cracking Christmas advert?

Well, according to the Open team: relatability, creativity, an extra sprinkling of magic, a touch of nostalgia and an important message are the key components for our favourite festive adverts.

Which is your favourite this year?

To hear more of our opinions about his year’s winners and losers in the Christmas advert stakes, check out Lindsey’s review of retailer Argos and why she thinks it has missed the mark here.

DOES FLEXIBLE WORKING HELP OR HINDER CAREER PROGRESSION?

Posted on November 12, 2019 by

While new technological advancements continue to change the way we live our lives, the expectations we have on society constantly evolve, none more so than the way we work.

We are in the midst of a digital transformation and as result the social and economic landscape is continually changing. As part of this workplace evolution, we’ve seen the rapid growth of the gig economy; a surge in the opening of major co-working spaces; the number of start-ups reaching record levels and an increased desire for remote or flexible employment.

In addition to these innovations, our mental health and well-being has never been so valued and as a result, I believe the quest to find the perfect balance between a career and personal life is being sought after more than ever.

Organisations are already taking notice of these changes and we are seeing an increasing number of companies adapt new strategies to help meet the demands of their employees. For instance, Microsoft recently unveiled that it tested out a four-day work week in its offices in Japan for the entire month of August, without decreasing pay.

The trial project, called Work-Life Choice Challenge Summer 2019, was unsurprisingly met with an overwhelming positive response by the workers. What is particularly interesting is that productivity among the 2,300 employees rose by 40%.

What we can take away from this project is that happier employees became more efficient, and the company as a whole benefited. However, despite the large number of participants, it is important to remember that this took place over just one month and in one company. The long-term impacts of a four-day week are still relatively unknown and until further companies take that leap of faith, it is uncertain if this strategy will become a permanent fixture in the workplace.

A major trend emerging in recent years is the desire to work remotely or have the ability to work via a flexible schedule, choosing when, where and how to work on any particular day.

Although this concept was initially restricted to specific roles and industries, companies from a wide range of sectors are now more accepting, allowing employees to enjoy more freedom than ever before.

According to recent research compiled by Instant Office, flexible workspace now amounts to more than 85 million square feet of the UK office market.

With an increasing number of people opting to work from home or shared co-working spaces, there is a lot more pressure being put on the employer to introduce flexible working within their business model.

But at what cost?

As well as all the advantages that comes with digitalisation, there is unfortunately an element of risk. Cyber-attacks and data breeches are on the rise, and the exposure of companies only widens when assets are scattered in different locations.

The security measures implemented within an office will be much more robust than those at home or on a public wi-fi network. As a result, remote or flexible workers are not only more likely to become victims of cyber-attacks, but the companies they are working for are also in danger.

I believe this is where trust becomes such an integral part of this process. Not only trusting the employee to carry out day-to-day activities at an efficient rate, but to also have the confidence to know that they will protect themselves and the employer from any potential threats.

This can be achieved through a thorough communication strategy that keeps both parties constantly up-to-date and aware of any critical changes. With that being said, we have to question if the responsibility still falls on the employer to ensure staff have the correct security systems in place to help them work remotely.

Although the changing trends of the way we work show no signs of slowing down, I believe it will be sometime before we see the workplace become completely flexible. There are too many variables to determine why or when companies should implement flexible working into their model.

Does the size of the company play a role? Does it depend on the nature of the work or industry they are in? Does flexible work offer the solution for a perfect work-life balance?

Digitalisation is changing the workplace, but to what extent is still unknown.

MOVE OVER MILLENNIALS, GEN-Z IS IN TOWN

Posted on November 7, 2019 by

Millennials move over, there’s a new generation in town and brands are swiftly stepping up their efforts to resonate with this latest group of consumers to hit the high street.

Born during the period mid-1990s – mid-2000s (source: Independent), the preferences of ‘Generation Z’ will play a fundamental role in shaping the future of organisations across the globe.

While millennials put the wheels in motion with a focus on healthier lifestyles and environmental impact, ‘Gen Z’ take this a step further, voting with their feet and actively seeking out companies whose values align with their own.

Disrupting the norms that have long governed a number of industries, businesses must now adapt to fulfil the needs of this group who are quickly rising up through the ranks.

Ethical integrity and environmental sustainability

Placing sustainability high on their list of priorities, this latest cohort of consumers are shaking up big businesses, forcing them to become accountable for the impact that their practises have – not just on the environment, but on their workforce too.

Single use plastic is likely to continue to cause debate, while issues of fair trade and responsible manufacturing are sure to follow suit.

Embrace a more diverse range of diets

Having initially gained momentum amongst millennials, the rise of vegetarian and vegan diets continues amongst Generation Z.

In a further demonstration of this group’s ethical stance, not only is eating meat felt to be unnecessary, it is also detrimental for the planet – something that, thankfully, this generation hold in high regard.

Factor in the importance of a healthy lifestyle

Mindfulness and mental health, issues which were rarely discussed just a short number of years ago, are now staple topics in schools, workplaces and homes across the country.

Following on from millennials who have positioned workplace culture and benefits as increasingly important factors, as Generation Z enters the workforce this is likely to continue with a keen focus on work/life balance and an open attitude towards mental health.

Be authentic

As society takes positive strides forward in its attitude towards difference, future generations are bound to be more likely to embrace their uniqueness.

Increased acceptance and tolerance of differences will hopefully lead to a more diverse society where everyone is free to be themselves.

Overt branding is less important

According to The Drum, overt advertising is a turn off for Gen Z. Recognising this shift in perspective,  Doritos has launched its ‘Another Level’ campaign which has seen the brand remove its logo from advertising and social content, instead relying on its other identifiable features such as the distinctive triangular chip and bag colours.

Brands such as Starbucks and Mastercard have made their own changes, preferring for their logos to be displayed without the accompanying wordmark. Though not detailed as a move motivated by up-and-coming generations, it is likely to play some part in the modernisation of each business’ approach.

What’s more, with Generation Z expected to make up a staggering 40% of the global population by 2020 (source: Independent), it will certainly be interesting to see how businesses adapt to meet the demands of this up-and-coming generation of savvy shoppers.

SOCIAL MEDIA: WHERE THE PROBLEM LIES (IN MORE WAYS THAN ONE)

Posted on October 1, 2019 by

I’m sure I’m not the only person who feels more than a little duped every time I check in to the other realm and review one of the many social media channels that are available to us.

In fact, I’m quite convinced that many of the people who appear to live their entire lives on said platforms are effectively residing in a parallel universe. You see, when I bump into them in the street, they certainly do not reflect the image that they are falsely portraying to me, MI5 or anyone else who might happen to take a glimmer of interest in their profile.

While a ‘photo-shopped-within-an-inch-of-its-life’ photo is probably a great tactic for those who are evading a life of crime, it’s hard not to despair about the ideals that this sets for the rest of us mere mortals.

What’s more, as the photos continue to blur so too does the line between reality and how we portray our lives online. After all, most of us know that the filtering doesn’t just stop at images; our whole internet existence is governed by a different type of filter which influences what parts of our lives we share on the web.

Life through a filter

Though some photo enhancements might be obvious, when it comes to extracting the true picture it’s far more difficult than we could ever have previously imagined. Not only have we become accustomed to sharing our best angles, we also seem to have been conditioned to put on a brave face, sharing only the best parts of our lives with others.

Our holiday snaps don’t show the rain that blighted what was meant to be a relaxing beachside break or the hotel that wasn’t deemed ‘instagrammable’ enough. Instead, we project only the most jealousy inducing, picture perfect views, which, in the most part, have little to do with our real, everyday lives.

Fantasy or reality?

Having started primarily as a way to get to know one another better and to share memories with friends old and new, it’s hard not to feel that the purpose of social media has changed somewhat during its relatively short life span.

Now, rather than a place to show our true selves and update friends and family across the globe, it could be argued that our online lives are a form of escapism which offers a place to be whatever we please, with little to no restrictions.

When reality hits

Just as quickly as perfection took over, thank goodness there appears to be another, far more realistic trend in town. Taking things a step further than ‘#nofilter’ which continues to do the rounds, ‘social media vs reality’ has taken the online world by storm.

Leading the way with messages of body positivity and a rejection of the principles that have plagued our social media existences for so long, this movement is starting to gain real momentum.

Finally, the array of airbrushed, moody selfies are interspersed with those that celebrate something far closer to reality. Bare-faced shots showing blemished complexions, natural images that put stretch marks in the spotlight and people of all shapes and sizes ‘living their best lives’ signal a break from the conventions that have dictated what’s accepted as relevant online.

Doing it for the ‘gram’

Although I’m reluctant to be cynical about what appears to be a positive development in attitudes to what should be shared, it will be interesting to see whether this trend continues or whether it’s just another elaborate example of a very real issue being exploited for the purpose of ‘likes’.

For the sake of the next generation, I really hope it represents a future where we can all be a little more authentic.

SOCIAL MEDIA VS TRADITIONAL MEDIA: WHAT’S THE STORY?

Posted on November 27, 2018 by

Social-Media-Marketing-vs-Traditional-Marketing

It’s used by everyone from busy-bodies to businesses, politicians to pet pooches and, as the Guardian recently reported, even GCHQ has gotten in on the act.

The question remains, what is it that makes social media so different to the traditional channels we were once used to, and how can effective management of online communications platforms and apps positively impact upon a company’s bottom line?

For many organisations social media is an essential medium through which to communicate messages, form the level of personality which sets a brand apart from its competitors and provides a way in which relationships are built, and subsequently maintained, with consumers.

Whilst there is, undoubtedly, some crossover between the benefits that social media and traditional channels offer, using a combination of the two approaches will ensure that a brand’s message reaches the widest audience in the most fitting manner.

Round 1: sharing news

In today’s busy world we are surrounded by marketing messages at every turn. Whether it’s a text on a mobile phone, a red light whilst driving or an advertising billboard, each method communicates a message, but in a distinctly different way.

In the same way that these mediums differ, so too does the sharing of news from traditional and social media.

Here are two theoretical examples:

  1. Pet Pooch Apparel secures lucrative contract with leading retailer (alongside an image of the company’s directors outside the business’ headquarters)

vs

  1. It’s been a woofing good day here at Pet Pooch Apparel; with one wag of a fluffy tail we’ve made it rain ‘puppy style’ (insert picture of puppy in raincoat)

Example 1 is the type of headline that you’d see on a typical business news platform. Short, snappy and to the point. This message takes a professional tone, which is in-keeping with the readership of such a site. This type of media coverage raises the profile of a business and its achievements; building credibility by association as a result of appearing on a well-known business platform.

On the other hand, example 2 could feature on ‘Pet Pooch Apparel’s’ social media channels and, as such, takes a far more colloquial tone which communicates the personality of the brand. Featured alongside a link, which allows the reader to go directly to a page that features the product, this version of the same news is likely to attract a different reader and, therefore, should be posted in a way that will appeal to them.

Whilst the focus of a business story is primarily building the credibility of a business, the objective of social media channels is to build a relationship with the people who actually buy the products.

Whilst being on the radar of every large organisation within the region has its benefits, most companies will have competitors just around the corner and this makes the importance of creating a brand which appeals to buyers increasingly important.

The truth is that having a strong brand, personality and tone of voice is often the one thing that sets a business apart during a customer’s decision-making process.

In these examples it’s clear to see how each version of news has a distinct purpose. By shifting the focus of the story from a purely business mindset, to a form more likely to be considered engaging to the everyday social media user, the reach of the story can be broadened to appeal to a much wider audience.

Round 2: engaging with the customer

In what I’d envisage to be a fun and trendy business like ‘Pet Pooch Apparel’, magazines and consumer-focused publications are likely to be a part of any PR strategy.

Achieving coverage in this type of media would be the best way to raise the profile of the business amongst potential customers, whilst building the familiarity and trust necessary to achieve repeat sales and encourage loyalty.

However, though companies can submit a press release which is full of personality and is reflective of the brand’s values, this messaging is often significantly diluted when it finally finds its way into a publication.

As a result, relying entirely on media coverage from magazines to communicate with your customers and build your brand is a steady process which does not happen overnight. Instead, through a long-term strategy which targets the relevant magazines at the most appropriate times it will deliver results.

Yet, combine this approach with a stream of interesting, insightful blogs and quirky social media posts, and the whole process becomes much less sporadic and a lot more likely to yield quicker results.

Increasing the comments, likes and excitement surrounding your latest post, is a sure-fire way to gain fans and, with new followers, comes a wider audience with which to share your new products, services and offers.

On the other hand, we must consider that with a busy social media channel comes a certain amount of maintenance. With the ‘always on’ appeal of online apps, comes the potential for a large number of comments which shoppers increasingly expect will be replied to. This gives additional opportunity to stay ‘on brand’ by responding in a light-hearted manner but also takes a great deal of time and effort.

For example:

Question – Which accessories would you recommend for a Yorkshire terrier?

Possible response – Trendy or traditional, we’re sure that your terrier would appreciate this tweed flat cap! With his Yorkshire roots, we know he’ll feel right at home. Don’t forget to let us know what he thinks 😉

Round 3: the thrill of the chase

There’s no denying that coverage in the newspaper, a magazine or on a prestigious online platform feels infinitely more rewarding than simply posting on a company blog or social media channel.

Moreover, the uncertainty that accompanies the process of pitching a story to a publication and then waiting to see whether it appears, enhances the feeling of excitement when you do secure that much awaited coverage.

Once you’ve secured a story that even your mum would be proud of, you’ll most likely want to shout it from the rooftops! Well, once again, this is where social comes in and can be used as a platform to maximise your message and audience reach.

Round 4: consistency is key

It’s not always possible to rely on editorial coverage, for example your story may get bumped by a huge national crisis, and that is why a business should use its own channels to post the message to its audience and upload the news that they have to share.

Though it won’t happen overnight, regular posts and insights, consistent messaging and well managed, interesting content is the key to increasing brand awareness and, if your social media channels become a hit with customers, the chances are that your products will too.

In summary, working in PR and content marketing it is clear that both traditional media and social channels are complementary and can be used to create brand trust and loyalty for a business. If you’d like advice on how to maximise your own social media channels, would like assistance creating original content, or would like to speak to us regarding a PR strategy, please contact a member of our team on 01924 862477.